As digital platforms decide what to do with themselves, what to delegate to others and what businesses to fold in, they should make sure their customers get the right answers to two key questions: 'Whose customer am I?' and 'Who’s taking care of me?' Even though the right answers should be 'You are mine' and 'I’ll look out for you,' it’s not always that clear. Here’s why, and what happens when it isn’t. …see more